Past work · Healthcare advertising
Deep Intent
Redesigning healthcare ad-buying workflows for faster campaign planning, clearer budget visibility, and confident decision-making.
Personal note
DeepIntent helps healthcare organizations plan and purchase targeted digital ads, but the existing DSP was built around expert media buyers, making the workflow overwhelming for healthcare clients. Variable ad packages, shifting costs, and multiple targeting options created a dense, difficult-to-navigate experience with limited visibility into budget impact.
Healthcare users struggled to compare options, understand categories, and manage durations—all while staying within strict budgets. My goal was to simplify ad package selection, clarify navigation, and create a modern interface that supported fast, confident campaign setup.
01
Reviewing the current state
Site audit
Site audit — Key themes:
- Complex ad-buying process — Too many steps and scattered decision points made campaign setup slow and difficult.
- Budget constraints — Clients had no effective way to see how ad combinations affected costs or duration in real time.
- Sorting & filtering — Navigation lacked clarity for browsing and comparing packages by channel, category, or performance type.
- Visual density — Crowded layouts with limited hierarchy for key decisions.
02
Analysis & bottlenecks
Understanding the audience
Healthcare marketers found the DSP unintuitive: selecting ad packages required switching between multiple screens, tracking categories manually, and estimating spend without clear feedback.
Applying Occam’s Razor, I stripped away redundant steps and focused on the minimum set of actions required for smart ad-buying decisions—tailored to non-expert users.
03
Process & prototyping
Reducing steps and clarifying primary actions
I used rapid prototyping to test layouts, validate decision flows, and refine how users compared and selected ad packages—emphasizing continuity, clarity, and lower cognitive load.
- Clear visual hierarchy for scanning and comparing packages
- Intuitive sorting and filtering by category, channel, or performance
- Real-time cost and duration visibility for budget decisions
- Consistent interaction patterns across ad types
04
Outcome & impact
A more modern, healthcare-friendly DSP
The redesigned interface helped healthcare clients select, compare, and purchase ad units faster and with greater clarity, reducing friction across the workflow.
- Streamlined ad buying — Simpler steps and clearer navigation
- Budget confidence — Real-time cost and duration feedback
- Scalable layouts — Modular patterns across channels and packages
- Modernized visual system — Professional identity aligned with healthcare expectations